Choose your olymPIC
BOIC
Issue 38 | March 2016
Agency
Famous Brussels
Creative Team
Creative Directors Katrien Bottez Laurent Dochy Project Leader Hans Michiels Bart De Bock Business Director Mieke Vandegehuchte Design Laurens Groven Tessa Persoons Chiara Scherpereel Development Stijn Huyberechts Thomas Mattheussen Creative Team Sophie Norman Benoit Menetret Gregory Verheyleweghen Gaëtan Gomez Garcia PR Liesbeth Pyck Liedewij Verbiest Wim Van der Linden (FAMOUS Relations)
Production Team
RTV-producer Charlotte Matthias Production Wenneker.be Executive Producer Vanessa Jacob Director Tom Van Gestel DOP Rob Mitchell Art Director/street artist Mr. Mong Music Netsky Soundstudio Sonicville Post-production Wenneker.amsterdam & Wenneker.be
Other Credits
Client Contact Luc Rampaer Benjamin Roeges
Date
December 2015
Background
In November 2015 BOIC, the Belgian Olympic and Interfederal Committee, launched a national campaign not just to raise awareness of the Belgian athletes who would be going to compete at Rio in 2016 but to raise funds as well.
A TV commercial was created, animating the work of graffiti artist Mr. Mong and showing the long way to Brazil. But this was a TV commercial with a twist.
Idea
The idea was to sell the TV commercial. Literally. 416 individual frames were made available for purchase at http:// choose-your-olympic.teambelgium.be
Here, every split second of the spot could be paused, selected and bought.
Each frame was signed by the artist and framed.
The intention was to raise awareness that even at this level, athletes needed financial help in addition to their BOIC funding. More and more countries invested money in their athletes and, if the country wanted to win medals, Belgium needed to do the same.
All the proceeds of the sale went to support Belgian athletes going to Rio.
Results
25% of the frames were sold in a week.
Resulting in a provisional revenue of €24,289.
And raising awareness through extensive press coverage.
Our Thoughts
This is a terrific brand awareness campaign disguised as a fund-raiser. The real intention wasn’t to flog off a few hundred (genuinely artistic let alone historic) images but to let Belgium know that in the arms-and-legs race Belgium lags behind other countries, who make vast sums available for their star performers.
Great stuff from the agency that declares its ambitions for its work in its name. Famous.